Monday’s ad is for Schlitz, from 1947. Showing an illustration of a backyard barbecue, two couples are having a fine day. One of the women has brought out a tray with enough glasses and bottles of Schlitz for everyone. And boy do the other three look happy, just staring at her with smiling blank looks on their faces. The other couple look like they could be the same person. But the text is great. After a story about it takes just the right amount of seasoning to make the steak taste perfect, they suggest that “it takes a gift of genius to lure shy flavors from their hiding places,” before bringing it back to Schlitz.
Saturday’s ad is for Schlitz, from 1955. And you thought the blue man group was a new phenomenon, but they were around and serving Schlitz — a.k.a. the World’s Most Famous Taste in Beer — way back in the Fifties. Honestly, I don’t quite understand why the guy is blue. But he does have another one of those magic bottles. It’s only half empty but it managed to completely fill two pilsner glasses.
Tuesday’s ad is for Schlitz, from 1961. I love her smile, the expression on her face — it’s so Mary Tyler Moore, especially with the hip material of the dress (or is that a blouse?) she’s wearing. I also love how she’s holding that six-pack, so we know just how light it is, able to be picked up with little effort at the grocery store. Which is probably why toward the end of the ad copy, there’s this suggestion. “Better get a couple.”
Monday’s ad is for Schlitz, from 1904. The ads shows an interesting black and white illustration of a doctor talking with his patient, with a bottle of Schlitz and two glasses between them. The text below imagines the conversation they’re having, about Schlitz being pure and doesn’t call biliousness. Plus the drawing framed by the hops looks pretty cool.
Saturday’s ad is for Schlitz, from 1953. So what’s the going rate for a glass of beer? Why, a pair of pheasants, of course. And this as is a two-fer. There are not one, but two, magic bottles in the ad. Both full glasses shown have only half-empty bottles next to them, and in fact they look nearly full, with only a small amount just about reaching the top of the label gone.
Wednesday’s ad is for Schlitz, from 1951. This is an odd ad, showing a man who could easily be mistaken for being in drag, but is just dressed up as a gypsy or fortune-teller. Wearing a goofy grin, he’s seeing a bottle of Schlitz and a full glass of beer in his crystal ball, apparently giving him the idea that a cold drink of beer would be a miracle after a hard day of work.
Monday’s ad is for Schlitz, from 1948. This is another of their long-running “I was curious” three-panel series. This one features a young man with no waist wearing Mom jeans being lured into a backyard by an older couple. Check out the leopard print being worn by the cougar in the second panel. Meow.
Saturday’s ad is for Schlitz, from 1943. I’ve talked about this before, how oftentimes back in the earlier part of the century, products like beer were referred to as “friendly.” Here’s another example where Schlitz claims that “for millions of Americans the simple joy of companionship are made richer, deeper, more satisfying with a glass of friendly SCHLITZ.” Damn straight, skippy, I don’t want one of those unfriendly beers touching my lips.